The Word

For my word i have chosen the word 'active'.

I think the word 'active' represents Adidas in multiple ways and i have chosen it for that very reason. The company itself is active in the sense that it is continually innovating its product range and company aesthetics, it is continually competing with other world leading companies such as Nike and Puma. Adidas sponsors teams, clubs and events all over the world therefore having an active role in their future. One event in particular that Adidas has an active role in is up and coming 2011 Rugby World Cup also sponsoring our home team 'the All Blacks.' As a sportswear brand, being 'active' is what sports is all about. Adidas is known for its wear that promotes physical activity and being 'active' in every sense of the word. As a grid I have chosen to use typical everyday 'active' equipment; a tennis racket and dumbbells. while using shoe laces as my thread as Adidas itself was originally purely a shoe company.

The Letter

My letter to Adidas express my view of the company as an active global leader in sportswear that need to reconsider ethics and use of sweatshops and their high end pricing.

The design layout is fairly obviously written in the shape of the Adidas logo. The letter reads from top to bottom, section by section. The letter is written in a way that personifies Adidas and shows my love of the brand and insight into the changes that I beleive should be made.

The Poster

The poster is pointedly comparing well branded global empire that Adidas represents and the small unknown poorly branded sportswear company Active Intent. Adidas is portrayed through a stencil type image of multiple rugby players dominating the image, containing Adidas's secondary logo and various words communicating the positive outlook on the company such as Innovative, Dominating, Popular. While Active Intent is portrayed by an outlying lone figure containing simply Cheap and Affordable as positive outlooks. the various negative outlooks on both companies are littered around the respective images. The 'In Situation' photo below shows the poster in the Rebel Sport entrance where both Adidas and rival Nike have been put on display.

The Poster - Precedents and Concepts

'Precedent Image'

This I feel is a strong image. I liked the use of simple colours and imagery and the words inside the image coming together to create a aesthetically pleasing image. I feel this could be used well in creating a poster that can portray Adidas and its opposing company as I want them to be displayed.

'First Concept'                                             'Rendered Concept'

These are just my first few basic ideas that relate it context to my precedent image.

I have not yet considered the opposing company and need to incorporate this into future images. 

'Concept with opposing stance'

'Adidas vs Active Intent'

'Leader in Sports Wear vs Who?'

This is just my first sort of comparison of my two companies; Big global Adidas against not so well known Active Intent. I think I will take this image and develop it, adjusting the colour and aesthetic till I see fit.